WhatTheyThink: I’ve written a lot recently about how wide format is kind of a mature market segment, at least in terms of commercial printers and others moving into that space. How does HP see the market and where do you see growth?

Daniel Martinez: We’re recovering from COVID in terms of square meters printed and I think that the fact that we’re back to having events and people being out and about is driving usage. There’s also another underlying trend, which is the core segment we’re seeing continue to grow. Wallpaper as an application, for example, is steadily growing, particularly in the US and in the UK and Northern Europe. We’re seeing demand for that increase, particularly with our release of the HP Latex 2700 which we announced at PRINTING United back in October. We’re seeing a really significant uptake of indoor applications, and the fact that we can offer white ink is a differentiator for a lot of applications.

The HP Latex 2700 printer, which now features white ink.